H.R. Prabayanti, Mustaji, E. Roesminingsih
The problem and the aim of the study. The strengthening of brand image in higher education institutions has become increasingly dependent on strategic communication through digital platforms. Amid the transformation of Universitas Negeri Surabaya (UNESA) into a state university with a legal entity (PTN-BH), the role of social media in maintaining public trust and visibility is critical. This study aims to evaluate the effectiveness of Instagram-based communication using the SOSTAC framework in enhancing institutional brand image. Research methods. This study employed a qualitative descriptive method using content analysis and interviews with stakeholders in university communications. The SOSTAC (Situation, Objectives, Strategy, Tactics, Action, and Control) model was employed to audit Instagram content, with data triangulated through document review and observational analysis of official faculty-level Instagram accounts. Results. The results indicate inconsistencies in visual identity, lack of structured messaging strategy, and underutilization of interactive features across faculty accounts. While engagement metrics such as likes and comments exist, alignment with strategic brand positioning remains weak. There is limited integration between central and unit-level communication teams, resulting in a fragmented university public narrative. Conclusion. The study finds that Instagram communication in UNESA exhibits partial compliance with the SOSTAC framework. The novelty lies in the application of a marketing-based audit model in the context of higher education branding, particularly in Indonesia, providing a replicable approach for similar institutions transitioning to legal entity status. The findings underscore the importance of a centralized strategy, a consistent identity, and performance-based control mechanisms to optimize digital branding. © (2025), (LLC Ecological Help). All rights reserved.
Department of Media Production, Faculty of Vocational Studies, Universitas Negeri Surabaya, East Java, Surabaya, Indonesia; Doctoral Program in Educational Technology, Postgraduate Program, Faculty of Education, Universitas Negeri Surabaya, East Java, Surabaya, Indonesia; Educational Management Postgraduate Program, Faculty of Education, Universitas Negeri Surabaya, East Java, Surabaya, Indonesia
